Questionnaire The Hedonic and Utilitarian Motivations Pattern Changes in Online Fashion Shopping.pdf

A customer's desire to purchase fashion items can be divided into two underlying dimensions: utilitarian and hedonic motivations. Utilitarian motivations refer to practical and functional aspects of shopping, while hedonic motivations are related to pleasure and enjoyment. This study analyzes how changes in the brain’s activation are associated with these motivations in the context of online fashion shopping. Recent advances in consumer neuroscience and neuromarketing provide a framework to understand the neural underpinnings of these motivations.MethodsParticipants in the study were initially surveyed to determine their dominant (primary) buying motivation, either utilitarian or hedonic. Based on the survey responses, participants were categorized according to their primary buying motivation. Each participant then underwent further analysis using eye tracking and electroencephalography (EEG) neuroimaging. The EEG data was analyzed using the LORETA (Low-Resolution Tomography) technique to examine brain activation patterns in several brain areas during the online fashion shopping process.ResultsThe neuroimaging data supported the theory that different activation patterns are associated with changes in the participants’ buying motives. The LORETA data analysis revealed that each buying motivation might have its own distinct activation system in the brain. Moreover, the study found that these dominant motives are fluid and can change during the online buying process.ConclusionsThis study contributes new findings about functional and hedonic motives by examining consumers’ motive reactions while shopping online. The findings indicate that dominant buying motivations can shift during the shopping process, highlighting the dynamic nature of consumer behavior. These results are discussed in the context of consumer psychology and the recent developments in consumer neuroscience and neuromarketing. The study underscores the importance of understanding the neural mechanisms underlying different shopping motivations to better cater to consumers' needs and preferences.